Download - Marketing Analytics 101
Marketing Analytics 101 for B2B Companies
Analytics 101• Defining Analytics and What to Measure • Helpful Analytics Tools • Common Analytics Pitfalls • Building an Analytics Program
!
Chris Sietsema • Digital Marketing Consultant • 15+ Years of Experience • Working in Phoenix, AZ
TL;DR VERSION: • 40 Senior B2B MarCom
Executives identified two key challenges: people & data
• 50% of tech firms have CMOs with tenure of two years or less
• 25% of marketing roles today did not exist 10 years ago
• “Becoming a data-driven organization” is a top priority
DEFINING ANALYTICS
Analytics is Not:
12%
13%
34%
41%
Neat!Pretty NeatSomewhat NeatNot Really Neat at All
Businesses don’t fail because mistakes happen.
!
Businesses fail because mistakes aren’t found and corrected.
Creating Reports• For every hour spent pulling data,
spend an hour providing insights.
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
BIG DATA
BIG EMPATHY
BIG INSIGHTS
BIG IDEAS
Questions Lead to Insights• What is the purpose of the site? • What key metrics will we rely upon to
determine success? • Where are visitors coming from? • What referral sources are most valuable? • How do traffic and conversion patterns
changed by referral source? • What is the average cost per lead/ cost
per sale from each referral source? • Are there specific referral sources that
deserve more/less attention? • Once they arrive, how do visitors navigate
through the site? • What are the most/least popular
navigation items? • How should navigation be modified? • How is site search utilized?
• What can qualitative metrics (time on site or pages/visit) tell us about our audience? our site content?
• What content is most/least popular among visitors?
• What questions are visitors asking? • Is the Home page effective in routing the
visitor to their desired content? • Do individual content elements/pages do
well to encourage conversion? • At what points in the navigation stream
are visitors most likely to leave? • Is there a correlation between referral
sources and specific site content? • What is the pattern of return visits? • Are return visits more likely to convert? • What devices are visitors using to access
site content? To convert?
Three Big Questions
Why? So What?
What Next?
“Failure is not fatal, but failure to change might be.”
- John Wooden
ANALYTICS SUCCESS STORIES
Heatmaps & Click Interaction
A/B TestingA B
+64%
“He who knows best knows how little he knows.”
-Thomas Jefferson
Creative Testing
A DAIRY IN CASA GRANDE, ARIZONA
CHOOSY MOM HEALTH CONSCIOUS SWEET TOOTH
Audience Taxonomy
ANALYTICS PITFALLS
POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
Highest Paid Person’s Opinion
ANALYTICAL MYOPIA
BUILDING A PROCESS FOR MEASUREMENT
“If I had eight hours to chop down a tree, I’d spend six hours
sharpening my ax.” -Abraham Lincoln
PROCESS. PROTOCOL. PRECISION.
The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
Metrics by the Sales Funnel
SHARE
DO
THINK
SEE • Awareness: Visitors, Followers, Impressions, “Branded” Search Volume
• Consideration: Engagement with Content and Campaign Materials
• Conversions: Leads & Transactions
• Loyalty & Evangelism: Reviews, User Generated Content
Goals First Approach1. Define & Prioritize Business Objectives
2. Identify Relevant Measures for Each Goal
A. By Tactic / Channel
B. Establish Growth Targets
C. Select Measurement Tools/Systems
3. Report Metrics that Align with Goals
4. Make Adjustments to Programs Accordingly
Goals First Approach
OBJECTIVE Increase Sales by 20%
Grow Visit-to-Lead Conversion Rate to 4.0%
Increase Brand Awareness 10%
SEARCH Search Revenue Search Lead Conversion Rate
Branded Search Volume + New Visitors
DISPLAY Display Revenue Display Lead Conversion Rate
Percentage of New Visitors
EMAIL Display Revenue Email Lead Conversion Rate Subscriptions
SOCIAL Social Revenue Social Lead Conversion Rate
Subscriptions + Mentions
Goals First Approach
OBJECTIVE Increase Sales by 20%
Grow Visit-to-Lead Conversion Rate to 4.0%
Increase Brand Awareness 10%
SEARCH
DISPLAY
SOCIAL
The Ideal Analytics Resource
• Curious / Humble• Empathetic• Eclectic